Office Brands takes 'Initiative' with own brands

26 September 2017

Office Brands is to phase out its Niceday ‘price fighter’ range as part of a major rethink of its private label strategy.

Over time, the dealer group will replace Niceday and several other own brands (including OPD, OPA and some Office National products) with the Initiative brand, which is marketed under licence via the UK dealer group Integra.

Office Brands’ newly-appointed merchandising manager Andrew Gilbert said preferred supply partners for the expanded Initiative range will be awarded based on price, minimum order value (MOV), location, reliability/track record and quality.

“We will create a competitive environment through an opening tendering process,” he said.

Gilbert said the group had “saved" around $700,000 by consolidating brands.

The group will initially maintain “high performing” Office National SKUs under “high competitive pressures”.

Gilbert added that the group will also introduce of an expanded direct sourcing model.

Office Brands also announced that Cumberland Corporation has been appointed distribution and logistics partner for the direct sourcing program.

Under the distribution agreement, Cumberland will provide financing of stock holdings, warehousing and stock level management.